The document discusses a campaign aimed at raising alcohol awareness among college students aged 16-19. It will feature a magazine with shocking true stories and images to emphasize the negative consequences of binge drinking. An email with an image of a grieving boyfriend at his girlfriend's grave, who died at age 18, will also be used. Minor elements like badges and t-shirts will promote the campaign slogan "Still dying for a drink?". The campaign aims to remove barriers to seeking help and raise awareness of the risks of binge drinking among students.
MARUTI SUZUKI- A Successful Joint Venture in India.pptx
Alcohol awareness powerpoint presentation
1.
2. The NHS aim to provide
high-quality, effective
health-care for its patients,
and also aims to raise
awareness of issues surrounding general health.
The college nurse and Ian Perrier/the Cash Clinic,
aim to raise awareness about the college‟s drop-
in sessions and encourage more students to seek
help with any health-related query they may
have.
3. The possible options the client provided us
were:
Sexual Health
Obesity
Smoking
Mental health
Alcohol Awareness
4. I chose to research alcohol
awareness as it‟s something
that affects a large
percentage of teenagers and
can have major health
implications that young
people don‟t take into
account.
The Big College Health Check
- these graphs indicate the
frequency of student alcohol
consumption, as well as how
receptive they are to college
support services.
The focus group carried out
towards the end of last year –
indicated students weren‟t
aware of the college nurse‟s
location/times of availability.
5. The campaign is targeted at young people aged
16-19.
Demographics = aimed at young people in the
Darlington area, and is also aimed at all socio-
economic groupings.
It is common for young people to be unreceptive
towards health-related campaigns.
The majority of young people partake in activities that involve drinking excessively,
smoking, and, in some cases, taking drugs.
Secondary audience = older students/parents/younger students.
6. My Aims
To remove potential AIDA barriers.
To encourage students to seek help
from college nurse/Cash clinic.
To raise awareness of issues
surrounding binge drinking.
7. Genre Research
viral advertising:
Viral advertising is a
means of communicating
advertising messages via
the internet.
Is viewed as a „word of
mouth‟ tactic – cheaper
because of this.
It encourages people to
spread the message
along voluntarily.
8. Genre Research
social advertising:
Usually consists of adverts that portray
negative and realistic imagery regarding
a particular topic.
10 golden rules:
De-saturated colours
Images deploy realism
Comparisons are invited
Audiences empathise
Absence becomes presence
Adverts are instructional
Second person narration is compulsory
Lighting is dramatic/shadows are your
friend.
Copy can be more extensive
Refer to your audience pictorially
This research has helped me in the way
that it gave me a clearer understanding
of what elements are most effective to
use in my campaign.
It also indicated to me that even
elements such as lighting and the amount
of imagery or text used can make a big
difference in the campaign‟s delivery.
9. Genre used in Campaign:
For my campaign, I decided to use social
advertising to convey my message to the
audience.
Which did I choose?
I chose to cultivate de-saturated colours,
realistic imagery, audience empathy,
second person narration,
dramatic/shadowed lighting, and pictorial
tactics into my campaign.
10. Audience Testing Results
My second campaign of the two was put
forward.
Quotes:
“The magazine layout is colourful and
eye-catching, but at the same time it‟s
not too cluttered with images and text,
so it‟s not off-putting”.
“The email is effective because nearly
all young people use the internet, so
everyone will see it”.
“I like true stories, but the story about the
girl killing her boyfriend is a bit extreme
and surreal”.
“The magazine cover might be even
more effective if there‟s an advice
column on there for students to mail
their concerns in”.
11. Viability Research
Total income for campaign =
£10,000.
Whilst carrying out the research, I
found out my second campaign
(and chosen campaign) is more
expensive to produce than the
other initial campaign.
Campaign’s total expenditure =
£5,084.
Campaign’s net profit = £4,916.
Although it’s more expensive to
produce, it was the favoured
campaign of the three.
12. An A4 magazine cover
A magazine single page article
An A4 poster
An email
Minor elements = badges and T-shirts
13. Magazine research
As media prod
Magazine powerpoint
Analyse a magazine
14. • Title “Drunk Weekly” – spin on mags such
as “U.S. Weekly”.
• Advertising elements (“Picture of the
Week”, “Magazine Quiz” etc) to lure
audience in.
• Message from the NHS – to let audience
know who’s associated with mag.
• Free “gifts” to attract audience to buying
magazine.
• Dimmed, de-saturated realistic imagery –
to emphasise negative light on binge
drinking/enable audience to relate to
imagery.
• Advice column – to ensure the audience
feel as though the NHS genuinely care.
• Cheap to avoid putting audience off
buying it.
15. • True stories – shocking and will leave
audience wanting to find out what
happened.
• Imagery – young girl looking depressed
with what she’s done – adds to dark,
negative feel of article.
• Story gives off the message that drinking
too much alcohol can lower your senses –
can result in severe consequences.
16. • Dead boy lying with cuts and bruises –
shocking and morbid – shows extent of
damage binge drinking can cause.
• Imagery – will make audience look twice
with its shock-factor.
• Boy – labelled with “Still dying for a
drink?” sign – gives off impression he’s
just another labelled “statistic”.
• Lighting over imagery – will be narrow
and de-saturated to emphasise negative
message.
17. My Campaign:
Email
• Boyfriend slumped over grave crying;
evokes sympathetic response from
audience.
• “Fun-loving and always loved a good
party” engraved on gravestone – shows
you don’t have to be a bad person to die of
alcoholism.
• Dates of birth and death on gravestone –
indicates she’s 18; enables audience to
relate to it more.
18. My Campaign:
Minor elements
Minor elements such as
badges and T-shirts –
tactic to familiarize
audience with campaign.
Maintains campaign‟s
slogan.
Consists of little text and
eye-catching colours.
19. Brand Identity – how do all the ideas
link together?
The campaign‟s slogan – “Still dying for a drink?”
Same title font for both the magazine cover and
article – enables audience to associate ideas with
each other.
Shocking and realistic imagery consistent
throughout campaign – familiarizes audience with
calibre of campaign‟s imagery.
NHS logo is present on all ideas – indicates who‟s
associated with campaign.
20. A4 magazine pages and posters = 1000.
Badges and T-shirts = 500.
The magazine will be distributed within the
college; the posters will be put up in
corridors and toilets.
Final cost to distribute campaign = £5,071
21. Recap of Aims:
To remove potential AIDA barriers.
To encourage students to seek help
from college nurse/Cash clinic.
To raise awareness of issues
surrounding binge drinking.